Brand development

If you need an hour to yourself during the Christmas season ...

Alexander Rauch

TO BE DISCUSSED

Of the global beer brands, probably none is as clearly positioned as Corona - with the exception of Guinness perhaps, but who would seriously call that a […]

Who's the boss here?

Alexander Rauch

TO BE DISCUSSED

When Daniel Grieder became CEO of Hugo Boss in 2021, better times had already been seen in Metzingen: Gone were the fat years when Germany's middle management […]

Who roams around Puma?

TO BE DISCUSSED

The undergrowth of the sporting goods world is rustling - and this time it doesn't just seem to be the wind. Takeover rumors are circulating around Puma, […]

Images shape brands.

PERSPECTIVES

I recently attended a party hosted by Dafi Kühne, one of my former students who has since become a renowned designer. He prints all his work himself, […]

The label as an ambassador for the brand*

The art of making a name for oneself through outstanding achievements was already successfully practiced in ancient Greece: by sculptors, sword and shield smiths, writers […]

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